Starbucks' new instant coffee: any good?
When I was in Evanston, Il. recently I saw a taste test of Via, the new Starbucks instant coffee, going on at all the Starbucks outlets. (It was test-marketed in Chicago, Seattle and London first.)
I was mildly curious, but not enough to try it, even though it's supposed to "transform the coffee industry." I remember when most folks drank Tasters Choice or some other instant coffee during the day unless they were real coffee aficionados, and I'm not particularly anxious to go back to those days. ...
It simply amazes me that Starbucks would be the one to come out with an instant coffee.
Now that the company has gotten just about everyone on board with thinking that you can't buy a good cup of coffee for less than $3, why undercut that? Surely people will stop going to Starbucks before work if they can make a great instant cup of coffee at home. Via is expensive at about $1 a cup, but not as expensive as a cup of brewed coffee at a Starbucks outlet.
I would love to know whether Via tastes as good as its name is a marketing gimmick. I totally missed it if the taste test went on around here, but maybe I should do a poll to see what coffee drinkers who have tried it think.
(AP Photo/Mark Lennihan)